摘要
针对国内学者提出集群品牌术语后对其界定不一的问题,为给出一个普遍认可的集群品牌概念,分析探讨了品牌的2个要件:品牌形式及其联想和意义,认为后者才是品牌本质;分析了集群品牌的存在有2个必要但非充分条件:集群存在并被认知、集群被命名,指出只有当集群被目标顾客记住并建立相关联想后,集群品牌才存在。辨析了"地名+产业名"组合文字可能的3种含义:指称某地特定产业及其产品,某地特定的产业集群,或该产业集群衍生出来的集群品牌,揭示了它们之间的明显差异,由此给出了集群品牌的定义。使用自由联想的方法,对"杭州女装"作为集群品牌做了测试,并与"温州女装"对比,结果显示前者联想丰富,有明显意义,后者联想少且基本无意义,间接验证了该文对集群品牌概念界定的合理性。
Domestic scholars suggested the term of cluster brand,but the definition varies largely. This article tried to give a universally acceptable definition. The article pointed out that a brand has two elements,brand symbol,and its associations and meanings which are the essence of a brand. The authors argued that a cluster brand existence needs two necessary but not sufficient conditions,and they are a cluster existing and recognized. Only the cluster name is memorized in targeting customers＇ minds and the associations are created and can be activated,then the cluster brand really exists. The cluster and cluster brand are named always in the same combination word form of ″geographical name ＋ industry name″,this article made a detail analyzing about the multiple meanings of the combination name,distinguished the same word form＇s three different meanings： locally specified industry and its products,locally specified industrial cluster,and cluster brand derived from the industrial cluster. Then,the article defined the concept of cluster brand. Using free association method,taking ″Hangzhou women＇s dress″ as tested cluster brand,and ″ Wenzhou women dress″ as a reference,the results showed that ″ Hangzhou women dress″ has rich associations and is full of meanings,the associations of ″Wenzhou women dress″are less and meaningless,which indirectly verified the definition of cluster brand of this paper.
出处
《纺织学报》
EI
CAS
CSCD
北大核心
2016年第6期155-162,共8页
Journal of Textile Research
关键词
集群品牌
集品牌联想
产业集群
杭州女装
cluster brand
cluster brand association
industrial cluster
Hangzhou women dress
